3. Source: Content Marketing Institute
Content marketing is a marketing technique of creating
and distributing relevant and valuable content to attract,
acquire, and engage a clearly defined and understood
target audience – with the objective of driving profitable
customer action.
Innehållsmarknadsföring innebär att utveckla och dela
relevant, värdefullt och engagerande material med din
målgrupp i syfte att skaffa nya kunder eller öka
försäljningen till befintliga kunder. DVS, skapa innehåll
som driver trafik & ökar din försäljning
Definition: Content Marketing
12. Why NOW?
200 million
tweets per day
Link authority amongst 15
billion Web pages
millions of daily
posts on forums
and social sites
3.3 billion U.S.
page views per
month
1.64 billion posts
discussing brands
in the U.S. each
year
Graphic courtesy Simon Cockell via Flickr
- Online behavior is in place
- Algorithms and math/Big Data
- Ability to track & measure
13. Source: The New York
Times
“The heightened competition [for Google
AdWords] has driven up the prices
for keywords and made it harder for
small companies…”
15. Content Marketing Spend
Currently, marketers dedicate approximately 25% of their total
budgets to content marketing initiatives
Content
Marketing
All other
Marketing
Increase
Spend
All others
Source: Content Marketing Institute
60% report that they plan to increase their spend on content
marketing over the next 12 months.
16. Content Marketers’Top Goals
0% 10% 20% 30% 40% 50% 60% 70%
Thought Leadership
Engagement
Website Traffic
Customer Retention
Lead Generation
Customer Acquisition
Brand Awareness
Source: Content Marketing Institute
33. American Express
“These partnerships allow us to create memorable experiences for our Cardmembers; through our content use,
we are able to scale out that experience to prospective and current customers and ultimately exposing more people to
our brand and driving consideration.”
38. What to consider
Non interruptive — Doesn’t interrupt the user flow and fits
seamlessly into the experience
In Stream and Contextual — Complements, rather than competes
with, the content around it
Preserves Trust — Engenders trust by delivering value as opposed
to employing deceptive marketing tricks
Maintains Brand Integrity — Takes the long view to craft and
communicate a brand’s story authentically
Adds Value — Supplements the experience by either entertaining,
informing or engaging
Source: Solve Media
45. Contact information
Magnus Thell
Managing Director Cision Nordics
E-mail: magnus.thell@cision.com
Mobile: +46 (708) 950 822
IM (Google Talk): magnusthell
Full contact info at LinkedIn
Twitter: @magnus_thell
(www.twitter.com/magnus thell)
http://pinterest.com/magthe/
www.cisionwire.se
www.cision.se
Hinweis der Redaktion
What is Content Marketing?: CM is the creation & sharing of content - think of old school print advertorials now amplified by the social web